Common Sense vs. Winter Is Coming

Thomas Paine’s Common Sense was a pamphlet circulated throughout the 18^th century that reached “viral” status. Common Sense provided Americans with a radical view on America’s independence while simultaneously being easily digestible to a wide range of readers, thus becoming an influential piece of literature during this time. While Paine didn’t have the space-biased advantage of today’s modern technology, the virality of his content during this time is still seen today on a grander scale through digitally mediated networks. Within contemporary society, virality is embodied by images and videos that circulate the web at a rapid pace, reaching intense popularity only to soon become dated. Media theorist Joss Hands states “the transmission of memes and viral content carries a considerable amount of power as the propaganda does not land from above, but is passed on from your own associates” (Hands, 2014). Kevin Allocca attributes three primary events that occur once content reaches viral status. It begins with a tastemaker establishing the content, followed by community participation, which enables the content to be reconstructed and re-circulated, and then finally something unexpected often occurs. This process of virality is demonstrated in both Paine’s Common Sense and the meme Winter Is Coming.

Winter Is Coming displays an image of Ned Stark a character from the incredibly popular television series Game of Thrones staring into the distance at the impending winter ahead. The meme features the words “Brace Yourselves ______ Is Coming” and is extremely adaptable to express excitement or anticipation about an event or product. This meme is particularly relevant due to the wildly successful nature of the show, consequently reflecting the elements of the viral process described by Alloca. Winter Is Coming has been particularly successful with respect to the second articulation of virality, community participation. Community participation is bolstered by the ongoing success of the show, which allows the content to remain relevant. Furthermore, this meme is utilized to express expectation of an event, which allows each meme to be relevant leading up to said event.

            Consequently, the viral nature of any media artefact (digital and non-digital) is measured through it’s relevance within social spheres. While viral products have evolved from physical texts to digital media, the importance of these cultural products are of equal importance and reveal the interests and values of a society.